Mercedes-Benz to launch first premium brand pickup

German luxury carmaker explores new territory with its upcoming model

Don't adjust your screens - Mercedes has genuinely announced a new pickup, due to be launched before the end of the decade, as part of its plans for sustained global growth. Touted as the first pickup to be developed by a premium manufacturer, it will be engineered by Mercedes’ Vans division.

The brand is entering a burgeoning market sector, with Mercedes claiming that an increasing number of commercial, as well as private owners are asking for utility vehicles that have car-like characteristics.

Subscribe to evo magazine

evo is 21 and to celebrate, we're returning to 1998 prices! Subscribe now to SAVE 39% on the shop price and get evo for its original cover price of £3.00 an issue, plus get a FREE gift worth £25!

The new model will, initially at least, be targeted at the growing mid-size pickup markets: Latin America, South Africa, Australia and Europe. As Dr. Dieter Zetsche, Head of Mercedes Cars, explains, 'The Mercedes-Benz pickup will contribute nicely to our global growth targets.'

The German marque believes that the market is ready for such a bold move from the company, likening the strategy to the successful introduction of the original M-Class around 20 years ago, which Mercedes says was the first 'sports utility vehicle'. Volker Mornhinweg, Head of Mercedes Vans, states, 'As part of our "Mercedes-Benz Vans goes global" strategy, the pickup is the ideal vehicle for the international expansion of our product range with a newly developed model.'

Advertisement - Article continues below

Mercedes-Benz Vans Division is responsible for the machine’s development, and aims to combine typically utilitarian capabilities with the look, feel and safety of a Mercedes passenger car.

As Zetsche continues, 'We will enter this segment with our distinctive brand identity and all of the vehicle attributes that are typical of the brand with regard to safety, comfort, powertrains, and values.'

Although an unusual proposition, being the first dedicated Mercedes pickup in history (variants of the G-wagen were the first pickups overall from the firm), a utilitarian vehicle is not the significant leap for the marque that it may first seem.

Mercedes Vans Division is already a successful sub-brand, boasting record sales in both 2013/14, selling the V-Class and Vito models, and Mercedes has long (and successfully) produced heavy goods vehicles too. As a result, the idea of a pickup Mercedes is not as groundbreaking as it sounds.




Mercedes-AMG One hypercar shown in new teaser video 

6 Dec 2019

Mercedes-AMG GT R Black Series spied with GT3-inspired front end

17 Sep 2019

Mercedes Vision EQS luxury electric car concept unveiled in Frankfurt

10 Sep 2019

Mercedes-AMG electric car to target Porsche Taycan and Tesla Model S

10 Sep 2019

Most Popular

Nissan GT-R coupe

Limited-run Nissan GT-R50 to enter production in 2020

First customer GT-R50s set to hit the road next year, with prices starting beyond the €1million mark
5 Dec 2019
Toyota Yaris

Toyota Yaris GR-4 teased in new video

Gazoo Racing to follow up its 2019 WRC championship with an all-new car based on the GR-4 hot hatch
4 Dec 2019
used cars

Best used cars for sale this week

We’ve delved into the classifieds and chosen our favourite cars for sale this week
5 Dec 2019
Hyundai i30 N

Hyundai i30 Fastback N versus the Nurburgring

We brought the Hyundai i30 Fastback back to its spiritual home in Germany's Eifel mountains, where there is a racing track you might well have heard o…
7 Oct 2019